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REAL NOT REPLICA

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					REAL NOT REPLICA




        WHY ULD
         SHOHE
     YOU IN T
       JO TODAY
      ADA
REPLICAs,
RIPOffs,       ...that they damage the design industry and
               the people it supports and that true quality,
               workmanship and originality are things
               replicas simply cannot replicate.
                                                               petition the Government to change the law so
                                                                  that replica design is stopped at the wharf,
                                                                                 like it is in the USA and most
                                                                                                 parts of Europe.




COPIEs,
               That’s why, starting right                                              In short, we’re going to
               now, we’re doing                                                           do all we can to stop
               something about it.                                                          replica design, but
                                                                                                 we’re going to




fAKEs.
               We’re running                                                                     need your help
               an information                                                                          doing it.
               campaign
               explaining how                                                                        That’s what
               replicas may                                                                          this book is




yOu CAN
               seem like a                                                                               all about.
               bargain, but                                                                         It’s a plan of
               really cost                                                                             action and
               more in the                                                                            it’s a call to
               long run.                                                                                 arms. It’s
                                                                                                        telling you




ChANgE ThE
               We’re                                                                                   how we’re
               holding talks                                                                      going to fight
               by experts                                                                          the fight and
               in design,                                                                         asking you to
               manufacturing                                                                   be part of it. So




NAmE buT yOu
               & distribution,                                                                 please, read on.
               revealing the                                                                And when you get
               disturbing facts as to                                                      to the end, if we’ve
               how replicas affect the                                                    convinced you, then
               industry all over                                                      please join the Authentic




CAN’T ChANgE
               the world.                                                                      Design Alliance.

               We’re going to reward those who                              It’s going to be a hell of a journey
               use genuine design in their fitouts and,                     and we’d love to have you along.
               while that’s all going on, we’re going to




ThE TRuTh...
“ThE ThINg ThAT hAs
ALwAys dRIvEN mE As A
dEsIgNER, Is fEELINg PIssEd
Off by ThE shITTy sTuff
AROuNd mE ANd wANTINg TO
mAKE IT bETTER”
mARC NEwsON
    AL
 RE R
  O CA
     LI OT
 EP OU SP CE?
R N Y EN
 CA DIffER
THE



              Replicas. We all know they shouldn’t exist, but they do. Problem is, the lure of cheap is strong for
             some people and it can be hard to eloquently express what makes the genuine item so superior to a
                         replica. This handy guide will help you help your clients spot the difference.
                                    Why design


  1.THE
                            something new when, the
                        more successful your design is,
                       the more likely your creativity and
                   intellectual property will be stolen, price


 REPLICA
                cut and mass marketed without you receiving
               any royalty for your hard work? Whether fashion,
                music, film, building design, interior design or
              furniture, shouldn’t you own the right to what you



DAmAgES
            create? If someone takes your design and reproduces
             it without permission isn’t that theft? And shouldn’t
            that be prevented by law? Yes, designers love design,
            but they still have to live. Keep taking away the money



   THE
                           and the industry disappears.
              “You don’t need to be a mathematician to work out that a designer
               selling their ideas in Australia is only ever going to reach a certain




INDUSTRY.
               earning capacity. So it’s imperative that our designers are able to
                achieve their maximum sales potential and in turn receive their
                                     entire royalty entitlement.”
                                           Matthew Sheargold

                     Read the interview at http://authenticdesign.com.au/wp/?p=74#more-74
                                                                                                                                                                              Companies
                                                                                                                                                                           like Fritz Hansen
                                                                                                                                                                      are accountable to human
                                                                                                                                                                  rights issues and therefore to the
                                                                                                                                                               people employed in their factories. The
                                                                                                                                                            same labour and human rights laws are less
                                                                                                                                                           easily policed in factories whose masters are

                                           2.THE                                                                                                         not accountable. Think that’s not the case? Look
                                                                                                                                                        at the evidence showing the sweatshop conditions
                                                                                                                                                      fake handbags are made in. Is there any reason to think


                                          REPLICA
                                                                                                                                                           replica design would be made any differently?
                                                                                                                                                      “The factories that produce fakes are not regulated yet they try to produce



                                           HARmS
                                                                                                                                                        the same product. Something’s got to give. You use cheaper people or
                                                                                                                                                          you use cheaper materials. There’s no other way. You do the math.”
                                                                                                                                                                                       Eames Demetrios




                                          PEOPLE.
                                                                                                                                                      “‘I remember walking into an assembly plant in Thailand…and seeing six or
                                                                                                                                                       seven little children, all under 10 years old, sitting on the floor assembling
                                                                                                                                                       counterfeit leather handbags,’ an investigator told me… ‘The owners had
                                                                                                                                                             broken the children’s legs and tied the lower leg to the thigh so
                                                                                                                                                              the bones wouldn’t mend. [They] did it because the children
                                                                                                                                                                         said they wanted to go outside and play.’”
                                                                                                                                                                     From Deluxe: How Luxury Lost its Lustre by Dana Thomas




Photo by Jeremiah Roth (flickr.com/people/rothwerx). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)
                                  Anyone
                            aware of the design

   3.REAL
                         industry’s environmental




                                                                                     Photo by Soil Science (flickr.com/people/soilscience). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)
                    initiatives* knows that they have
                   spent many years and millions of

DESIgN CARES       dollars lightening the footprint of
                 their manufacturing and making their
                  products last for a lifetime, or more.

  fOR THE       Rarely is replica design made with any
               such concerns in mind. And the last thing

ENvIRONmENT.
               the world needs is more disposable junk
                             bound for landfill.
                            *Herman Miller is a sterling example. Have a go-see at
                     http://www.hermanmiller.com/About-Us/Environmental-Advocacy


                         “Sustainable design gives an authentic value
                                      to the consumer”
                                      Katarina Graffman, Inculture


                          “Authentic design gives a sustainable value
                                      to the consumer”
                                                 ADA
                       Just like a
                  fake Gucci handbag
  4.THE         makes you look cheap,
            being a company with replica
REPLICA       design in your offices says
            you’re all about cutting costs
CAN RUIN   at the expense of quality. Is that
           really the introduction you were
  YOUR                looking for?
           “It’s like having a designer dress compared with one from Woolworth’s.


 ImAgE.
              Which one is more impressive when you go to the debutante ball?”
                         Bill Evans quotes (American jazz Pianist. 1929-1980)


                   “There is always a heavy demand for fresh mediocrity.
                    In every generation the least cultivated taste has the
                                      largest appetite.”
                                            Paul Gauguin
                                  You know how it
                             works. You buy the cheap
                          one. A few years later it doesn’t
                        quite look right any more or it falls

 5.THE REPLICA         apart and next thing you know, you’re
                       off buying it again. And suddenly that

SOON bECOmES
                   bargain isn’t one anymore. Real design is the
                   opposite. You buy it, it looks as good in years
                 to come as it did the day you bought it then, the
  vALUELESS,     day you come to part with it you find the buyers
                  lining up on eBay, often prepared to pay more

WHILE THE REAL           than you did for a design classic.
                   “Unfortunately, in this day and age, the only way to save money is to


 ONE bECOmES
                    skimp on details. That’s where the savings for the knockoff people
                     are - not in design royalties, which, appropriately, are very small.”



   PRICELESS.
                                                  Eames Demetrios

                          “I thought I was getting a great deal, but instead I have
                                            wasted my money.”
                                 Angela Ferguson, Director, Ferguson Design Studio.

                             Read the article at authenticdesign.com.au/wp/?p=146#more-146
                                                 SI   IN
                                                    gN E
                                              DE ANC
                     DESIGn
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                                               b AL         lan
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                                                                                d s of ho s in
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                                                                ced, a tep of the tep 4 and
                                                                                              urs

                                                    ple, ba at ever y s eaching s nd you
                            S


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                                                  investee of one dayak the cycles, culture
                                                         p             e
                                                 the ho ting paid. Br reation stop t of a job.
   BRAnD
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      CTURES


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                                        nE


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                                 GETS PA
                                                                                                 out this
                                         ID

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                                                  Read it
             A                                                                                          fAKE                                                                                                                  IS                                                                                                         A


fAKE                                                                                                              IS                                                                                                            A                                                                                           fAKE


           IS                                                                                                        A                                                                                          fAKE                                                                                                                    IS                                                     A


                                                  fAKE                                                                                                                   IS                                                                                                          A                                                                                         fAKE
Photos (L to R) by Aidan Wojitas (flickr.com/people/aidanwojtas), Scott Anderson (flickr.com/people/sa-photo), Ramirez Guerrero (flickr.com/people/mercedesdayanara), Stephen Hanafin (flickr.com/people/shanafin), Justin Cozart (flickr.com/people/fatguyinalittlecoat), John Wilson (flickr.com/people/johnwilson1969), Albert Sun (flickr.com/people/phatalbert), Aidan Wojitas (flickr.com/people/aidanwojtas), 邰秉宥
(flickr.com/people/wmjas), Marcela Ferri (flickr.com/people/m_3_colors), Spknoevl (flickr.com/people/spknoevl), 邰秉宥 (flickr.com/people/wmjas), Emily Schreck (flickr.com/people/24992394@N04), Lars Plougmann (flickr.com/people/criminalintent), Ruffin Harris (flickr.com/people/micoimagesrhjr). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)
                                       “My whole theory
                 CONS                     on authenticity
             R          U
           E                             is that there is a




                         m
                                     triangle: consumer,
    R




                             ER
  UfACTU


                                      manufacturer, and
                                    designer. now, what
                                       happens if there’s
N




                                       no designer in the
   A




                             D
      m




                               E
                      SI
                 ER
                        gN                      triangle?”

                                   EAmES DEmETRIOS
                                          REPLICA   REAL
OUgLAS mARTI

                  “QUESTIonS ABoUT
                   WHETHER DESIGn
                   IS nECESSARY oR
                AFFoRDABLE ARE QUITE
               BESIDE THE PoInT: DESIGn
                     IS InEvITABLE.
                  THE ALTERnATIvE To
                 GooD DESIGn IS BAD
                    DESIGn, noT no
                    DESIGn AT ALL.”
                                                                          DESIGn.”
                                                                         HAS MoRE
                                                                         THAn FAKE
                                                                        oRIGInALITY
                                                                        “FAKE GRASS




Photo by Michael Hicks, (flickr.com/people/mulad). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)
 “THE DETAILS ARE
  noT THE DETAILS,
 THE DETAILS MAKE
   THE PRoDUCT.”




CHARLES EAMES
SIMon PEnGELLY
                                       EvEnTS




                                                                                          Photo by Rafael Garcia-Suarez (flickr.com/people/rgarciasuarez74). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)
      “THE ExPRESSIon oF
     THE ExPERIEnCE AnD
   KnoWLEDGE oF A SUBJECT
    InTRInSIC WITHIn onE’S
  oWn CREATIonS IS WHoLLY        Join the ADA today and get exclusive access to our
 UnDERMInED BY LIKE FoR LIKE                   Real Genius talk series.
    CoPYInG DRIvEn BY THE
  DESIRE FoR MonETARY GAIn
                               This quad-annual event features flowing bubbly, cracking
   oFF THE BACK oF oTHERS’
        oRIGInAL WoRK           canapés, friends, conversation and, most importantly,
        AnD SUCCESS.”           a keynote speaker looking at an area of importance to
                                          authentic design and the industry.

                                Working topics include the environmental, design and
                                human rights impacts of authentic vs replica design.

                                    Sound good? Members get free tickets, some
                                    membership levels come with extras for your
                                     clients and friends. Just flip to the back of
                                         the book and see how it all works…
Photo by Mykl Roventine (flickr.com/people/myklroventine). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)




                                                                                                                                                                       BEAUTY RUInED
                                                                                                                                                                        CoMPETITIon:
                                                                                                                                                                         WIn PRIzES,
                                                                                                                                                                        GET InvoLvED.
                                                                                                                                                            So what do you do when you see replica design ruining a masterpiece? Take a
                                                                                                                                                                    photo, send it to us and you could win yourself a great prize.

                                                                                                                                                              Our Beauty Ruined Competition encourages you to spot badly replicated
                                                                                                                                                               design, badly specified replicas and any other travesty that shames the
                                                                                                                                                                                     industry, then send it to us.

                                                                                                                                                                        Your reward? Winners will pick up great pieces from
                                                                                                                                                                          Corporate Culture, Euroluce, Kezu, Living Edge
                                                                                                                                                                                          and Stylecraft.
                             Harsh words and
                        competitions are important.
                      They create conversation, they




   THE
                 build a movement, they gather people to
                  the cause. But that’s not the endgame.

                    The ultimate goal of the ADA is to take




      AME
             companies that import and sell replicas to task by




  nDG
             petitioning the Government to finally protect what




E
                should have been protected in the first place,
            by legislating to have replicas destroyed on the dock
                           as they enter the country.

              Think it can’t be done? Yes it can. That’s exactly
                   what happens in the USA and in most
                  parts of Europe so we’ll be pushing the
                          Government to do exactly
                                the same here.
                  Don’T BE SHY.
                CALL, EMAIL, SEnD A
             CoURIER PIGEon. JUST GET




JoIn
          InvoLvED. AFTER ALL, WHAT HAvE
            YoU GoT To LoSE oTHER THAn
        THE FUTURE oF THE DESIGn InDUSTRY?
         MEMBERSHIP EARnS YoU noT onLY THE




noW
       RIGHT To WALK WITH A LITTLE MoRE PRIDE
        In YoUR STEP, BUT ALSo A FULL BATTERY
       oF MARKETInG AnD EDUCATIon MATERIALS
         To HELP YoU ExPLAIn THE ARGUMEnTS
            AnD EnCoURAGE YoUR CLIEnTS To
               SUPPoRT oRIGInAL DESIGn.
           WE’RE noT FoR PRoFIT AnD ALL
            MonEY GoES To SUPPoRTInG
                THE InDUSTRY THAT
                  SUPPoRTS US.
                  PLATINUm                                                                                                   gOLD
            A bIg mEmbERSHIP SHOWS YOU CARE IN A bIg WAY.                                                 AT JUST AUD $2,500 A gOLD mEmbERSHIP gETS YOU
            AT AUD$3,500, PLATINUm bUYS YOU ALL THIS bLINg:                                                      ALL THESE NUggETS Of gOODNESS:




                                                     00
                   • Logo and link to your website from the ADA website                                          • Logo and link to your website from the ADA website
                   • 3 banner ads on the ADA website, across the year.                                            • 2 banner ads on the ADA website, across the year.




                                                  ,5                                                                                              00
              • Use of the ADA logo on all your advertising, website and other                              • Use of the ADA logo on all your advertising, website and other




                                                3
                                                                                                                            marketing/collateral materials.




                                                                                                                                               ,5
                              marketing/collateral materials.




      D$
                      • A window decal for each of your showrooms                                                    • A window decal for each of your showrooms




                                                                                                            $                                2
                    • Tickets to each ADA event for you and 10 clients                                             • Tickets to each ADA event for you and 5 clients




    U                                                                                                    UD
                                                                                                   • Powerpoint sales presenter to help you explain the key arguments for supporting




  A
                   • The choice to host an ADA event in your showroom
             • The option to donate a prize for the Beauty Ruined Competition                                               original design to your clients.




                                                                                               A
            • Powerpoint sales presenter to help you explain the key arguments                 • 50 books with the key arguments for supporting original design (more available on order).
                       for supporting original design to your clients                               • Posters and e-cards to send out to clients or display in the office or showroom
• 100 books with the key arguments for supporting original design (more available on order).   • Loan forms with ADA notes around copying to help you protect your own design and IP
     • Posters and e-cards to send out to clients or display in the office or showroom                          • Sponsorship of the press and PR campaign each year
 • Loan forms with ADA notes around copying to help you protect your own design and IP                             • A seat at the table with the team that lobbies the
                  • Sponsorship of the press and PR campaign each year                                                 government/takes legal action in this area
           • A seat at the table with the team that lobbies the government/takes
                                    legal action in this area
                      • A chance to get tight with our media partners
              • The undying gratitude of every designer whose design genius
                    was unceremoniously thieved by the replica industry
                          SILvER                                                                                         bRONZE
         LOOKS LIKE PLATINUm bUT, AT AUD$1,000, COSTS LESS.
              STILL bUYS YOU THIS fANTASTIC PACKAgE:                                                         NOT gOT A LOT TO SPEND bUT STILL WANT TO bE
                                                                                                          INvOLvED? NO PRObLEm, HAvE WE gOT A DEAL fOR YOU.
                  • Logo and link to your website from the ADA website                                                  JUST AUD$500 gETS YOU:




                                                          00
             • Use of the ADA logo on all your advertising, website and other
                                                                                                                    • Logo and link to your website from the ADA website




                                                                                                                                                00
                             marketing/collateral materials
                                                                                                • Use of the ADA logo on all your advertising, website and other marketing/collateral materials.




                                                       ,0
                      • A window decal for each of your showrooms




                                                                                                                                             $5
                                                                                                                        • A window decal for each of your showrooms




                       $1
                           • A ticket to each ADA event for you
                                                                                                                             • A ticket to each ADA event for you




                                                                                                           UD
           • Powerpoint sales presenter to help you explain the key arguments




                     D
                      for supporting original design to your clients                          • Powerpoint sales presenter to help you explain the key arguments for supporting original design to
                                                                                                                                         your clients.




AU                                                                                                       A
• 20 books with the key arguments for supporting original design (more available on order).
                                                                                                       • Posters and e-cards to send out to clients or display in the office or showroom
     • Posters and e-cards to send out to clients or display in the office or showroom
                                                                                                   • Loan forms with ADA notes around copying to help you protect your own design and IP
• Loan forms with ADA notes around copying to help you protect your own design and IP
                                                                                                                   • Sponsorship of the press and PR campaign each year
                 • Sponsorship of the press and PR campaign each year
                                                                                                                      • A seat at the table with the team that lobbies the
                    • A seat at the table with the team that lobbies the
                                                                                                                          government/takes legal action in this area
                        government/takes legal action in this area
                            YES, THE
                      GooD nEWS IS THAT
                     THERE IS A FREE LEvEL
                       MEMBERSHIP Too.
                   THE BAD nEWS FoR ALL YoU
               GRoWED-UP FoLK IS THAT YoU HAvE



         IE
                  To BE A STUDEnT To GET onE.



       B
              FREE STUDEnT MEMBERSHIP GETS YoU:




  R EE            • A ticket to each ADA event where you can




F
                    rub shoulders with all the big wigs of design
                   • Powerpoint sales presenter to help you
                     explain the key arguments for supporting
                           original design to your clients
                  • Posters and e-cards to send out to clients
                      or display in the office or showroom
                     • A really cool new line to put on your
                    resume and impress would be employers
Furniture for life.
                                                                                                                                              READY?
                                                                                                         TO gET YOUR mEmbERSHIP SORTED,
                                                                                                       EmAIL JOIN@AUTHENTICDESIgN.COm.AU
                                                                                                       OR vISIT AUTHENTICDESIgN.COm.AU/JOIN




        Photo by Kent Wang (flickr.com/people/kentwang). Reproduced under Creative Commons Attribution License (creativecommons.org/licenses/by/2.5/au)

				
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